Third International Conference on Communication & Media Studies

Abstract

In our ever changing media and communications world, marketers are always looking to find new ways to promote and advertise their product. One new way communications professionals are using to connect with their audiences is product placement. Product placement is a practice by which goods or services gain exposure for their products by paying for them to be featured on various media platforms. The practice of product placement is studied in this research to determine if it is efficient and effective means of communications for millennials. Using online surveys, this paper examines millennials’ marketplace behavior when it comes to brand awareness, the results from product placement, and the overall perception of the practice. Participants responses are analyzed based on the meaning transfer theory. It is likely the study will find that product placement is effective amongst millennials. From preliminary research, it can be predicted that millennials will be brand driven and focus on brand impact over the features and benefits of products. In turn, it can be predicted that product placement does a great job at increasing brand awareness but may or may not have a direct effect on brand sales. This study encourages the use of product placement; however, it can influence the way it is carried out or produced. Also, this study sheds light on the power of the millennial dollar.